One of XFX's "next-generation" graphics card offerings made an appearance on VideoCardz, the Radeon R9 280X, which also includes the company's new Double Dissipation cooler. Aside from its rather sleek and premium appearance, the cooler features one large aluminum fin array and two 100 mm cooling fans that claim to offer "lower noise, greater airflow and cooling."
Admittedly, the "next-generation" association could be somewhat misleading since the R9 280X is, in fact, a refreshed version of the Radeon HD 7970 GHz edition. While its specifications have yet to be confirmed, some leaks have suggested that the card will feature a 6.4 GHz memory clock (up from 6 GHz) and an "unlocked voltage" that will presumably allow for easier overclocking.
As you might expect, details on the graphics card's launch date or price are unknown, but we can speculate that the XFX Radeon R9 280X Double Dissipation cooler will be launched in early October with a $20 - $30 increase over reference prices.
You are comparing an already overclocked cards benchmarks to a new reference cards benchmarks (which is a refreshed version of the 7970).
Considering the reference card starts at $300 instead of the initial $450+ for the 7970 GHz edition is a good sign that AMD is putting pressure on Nvidia.
I think that's only for the 290 cards.
My local store for the Gigabyte cards :
2GB 680 : $399
2GB 770 : $469
Pay more for same hardware but newer branding, sounds Apple to me.